Bringing A New North Star to Life

The Scenario:

Responding to evolving member priorities over the last several years, Virginia Credit Union needed to update and modernize branches across their network and establish a new North Star. This new vision will help this credit union leader reimagine their retail delivery, enhance the member experience, and guide their network transformation.

The Solution:

To capitalize on changing consumer priorities and trends in transactions, Virginia Credit Union partnered with Adrenaline to develop a strategy for shifting their branch purpose and implemented the new approach in key locations throughout their network. The experience design team created a full kit-of-parts package that included graphics, signage, furniture, and millwork. The branch conversion specialists implemented the program across five tenant fit-out locations from 2022-2023, with more work planned for 2024.

The Story:

Virginia Credit Union’s reimagined delivery system motivated members to manage day-to-day account activity and move their transactions toward more efficient touch points, leveraging both digital and physical channels.

The reconfigured branches reoriented staff members toward a new purpose that focuses on creating more meaningful connections – with consultations that are life-event based and appointment driven.

The scope of Adrenaline’s services for each branch location included site surveys, design application, construction documentation, pre-construction services, construction management, and implementation of the new vision.

The zones of member experience the design prioritized include:

• Attract – Establishes a level of presence within the community that increases awareness to prospective members.
• Welcome & Engage – Explores how to deliver a warm and welcoming first impression at the point of entry.
• Consult & Advise – Engages visitors in deeper, more collaborative and advice-oriented discussions with credit union experts.
• Assist & Transact – Creates a more efficient and convenient point of transaction, including cash automation and migration of routine transactions.
• Back of House – Implements solutions for off-stage functions like cash handling and  corporate communications as well a space for staff to recharge and reconnect.

The VACU kit of parts includes both signage and graphics for the branch. The design team also embraced a bold approach to branding colors, which were implemented through paint, light fixtures and furniture selection.

Network-wide the goal was to provide relief to burdened branches by offloading volume to existing locations; focus on new locations in new markets with great market potential; and invest in revitalizing and renovating existing locations to build on growth.

Virginia Credit Union selects sites with high visibility that are easily accessible and often near public transportation for their members throughout Richmond. The updated branches feature clean and crisp interiors with ownable and bold colors, including a range of resonant blue hues that communicate security, strength and a sense of personability.

In 2024, VACU and Adrenaline will continue their partnership to further impact their existing network by upgrading all existing branches with the kit of parts. This includes another tenant fit out, as well as a ground up location, all slated for 2024.